Consider New York City: the tangy gradient of smells emerging from chocolate shops and beer halls between 18th Street and 14th Street; the dissonance of high heels and sirens pounding against the Upper West Side; plumes of steam on a cold night, seething from deep within the City’s crust. New York is the navel of civilization — a hub where all people meet. To this end, its primary ports of entry, its airports, are unique in their role as ambassadors of the City.
A business and an icon
In this series we’ve examined airports like any other business. But, when it comes to JFK the delineations between retail space, transit hub, and cultural monument gets blurred. When we analyzed the public comments on JFK’s official Facebook page we found an uncanny trend of users equating the airport to the city as a whole. Unfortunately, the comparison rarely proved positive. This is true even for the locals: “I have lived in NYC for 12 years,” says one man, “this airport is an example of everything wrong in this great city.” So, how might such an airport remedy this reputation crisis?
Here’s to new beginnings
In January of 2017, New York Governor Andrew Cuomo announced a $7-10 billion renovation plan for John F. Kennedy International Airport. While a start date has yet to be announced, the Governor’s office is accepting proposals. How might this portal to New York City respond to customer feedback? We uncovered some rich insights by mining and structuring thousands of free text reviews from travelers passing through JFK. The body overseeing the renovations, The Airport Master Plan Advisory Panel (AMPAP), might set some criteria based on these qualitative reviews.
We ran this Facebook text data set though our web client, Semantria Storage & Visualization (SSV). By viewing Topics, which are query or model generated document classifications (in other words, known categories you’re actively looking for), we can see an immediate issue.
Notice Internet, the solid red column near the center of the visualization. What might be going on here? As we drill down we quickly notice something all too familiar to any regular at JFK — Wifi. Take it from one foreign traveler: “How it is possible that one of The biggest airport [sic] of The world dont [sic] Provide free wifi???” And, from a sardonic American: “Get free wifi, this place is like a greyhound station 😑” There is, in fact, not a single neutral or positive mention of wifi in the JFK data set. It’s 100% negative. Considering not just free access to the internet but also network optimized architecture when planning future terminals should be paramount for the AMPAP.
Kindness is a universal language
A trend we’ve noticed across our airport experiment is the frequency of staff attitude. Staff attitude frequently plays first fiddle in the qualitative reviews. See the pie chart below to see just how much of the JFK data set is dedicated to customer-staff interactions.
When you consider all four variants — Attitude, Staff-General, Staff-General-Helpfulness, Staff-General-Attitude — you end up looking at volume nearly equal to the next 16 topics combined. We begin to notice a troubling situation when we put this pie chart next the sentiment polarity columns from the above visualization. Frequently, customer-staff interactions result in negative feedback.
For each of these categories, sentiment skews neutral-negative. Frequently, visitors mention how JFK appears understaffed, like this American traveler: “Not enough staff, the staff you do have are rude, shouting at the public like they’re animals. I will never fly through JFK again. End of story.” Kennedy International neighbors two competing airports, including one in a neighboring state — Newark. This means it’s non-aeronautical facilities, like restaurants and retail stores, are especially susceptible to churn. A disgruntled guest, like the one highlighted above, can have a sphere of social influence encompassing hundreds of potential customers. Hearing and addressing these concerns are the only way to ensure JFK retains a dedicated user base.
The road ahead
The AMPAP renovation project will cover a broad scope. But central to the mission ought to be the loud and colorful social media manifesto of JFK’s many guests. Suggestions abound beyond just staff attitude and wifi. Hundreds of JFK reviews point to broken elevators, jammed jetways, confusing signage, and more. Keeping a finger on these real time data streams will define the projects of the future while maintaining the facilities of today.